Status : Verified
| Personal Name | Luna, Kathleen Kaye L. |
|---|---|
| Resource Title | Comparative analysis of visual merchandising preferences of generation Z college students and visual merchandising strategies of selected local retail brands |
| Date Issued | 19 June 2020 |
| Abstract | Traditional retail in fashion is slowly being overtaken by the e-commerce with the rise of digitally savvy generation, the Generation Z. Visual merchandising is an important strategy through which effective merchandise presentation in a store is done to attract the attention of customers and enhance their purchasing potential (Levy & Weitz, 2012). Knowing the visual merchandising (VM) preferences of Generation Z can guide traditional retail stores in aligning their VM strategies with these preferences which can lead to more customers and increase in sales. The study focused on analyzing the alignment of visual merchandising strategies of selected local traditional retail stores with the preferences of their Generation Z college students target market. Specifically, the study aimed to determine the specific techniques of Exterior/ Window Display, In-Store Display, and Store Environment used by selected retail stores. Through convenience sampling, a total of 89 college students responded to an online survey and 20 participated in focus group discussions. Data gathered through the online survey determined the spending habits of respondents and their initial visual merchandising preferences. The results of the focus group discussion helped in the analysis of more specific visual merchandising preferences of the respondents. Data was also gathered through observation of selected local retail stores to determine specific visual merchandising strategies being used. The data was synthesized and the results showed that there is still an evident gap between the visual merchandising preferences of Generation Z college students and the visual merchandising strategies being applied by selected local retail stores. The store environment of the selected local retail stores fit the preferences of Generation Z. However, there are still misalignments in terms of in-store display, and exterior / window display. Further studies on more insights from visual merchandisers, high school st |
| Degree Course | Bachelor of Science in Clothing Technology |
| Language | English |
| Keyword | Visual merchandising; Retail stores |
| Material Type | Thesis/Dissertation |
Preliminary Pages
413.40 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access